In conversation with Anca Cristea, General Manager, Radisson Blu Aurum Brasov (Exclusive Interview)

How is Radisson Blu Aurum Brasov positioned? USPs and comp set. 

Radisson Blu Aurum Brasov is positioned as a premium upscale hotel in Brasov, blending modern sophistication with authentic Transylvanian heritage. A standout tribute to the city’s storied past, is our mini goldsmith guild’s museum, located in the hotel’s basement, next to our centuries-old fortress wall. This unique space honors Brasov’s renowned goldsmith guild, connecting guests to the local legacy of artistry and artisanship.

USPs:

• Central location, in the heart of Brasov, within walking distance to the Council Square, Black Church, and main key attractions.
• Elegant, sophisticated rooms and suites with panoramic views over Tâmpa mountain and the Central Park, with state-of-the-art technology.
• Signature F&B concepts, including Etheris rooftop bar and Artis gastronomic restaurant.
• Aurum  Goldsmith’s mini museum with the fortress’ wall , integrating cultural heritage directly into the guest experience.
• International standards under the Radisson Blu brand, ensuring safety, sustainability, and luxury.

Competitive Set:
Our competitive set includes the main players in the hospitality market from Brasov, as well as boutique and heritage properties in the region. We continually benchmark against local top-tier hotels and international brands entering Brasov.

What is the guest profile? Which are your key feed markets?

Our guest profile is cosmopolitan and sophisticated including:

• Senior executives and other business travelers.
• Affluent couples and families seeking upscale leisure experiences.
• Event and conference participants.
• Individual tourists, notably from Romania, Western Europe, Israel, the US, and the Gulf Countries.

Key feeder markets: Romania (domestic), US, Germany, Israel, UK, Asia, especially the Middle East.

To what extent do you also attract locals? 

We take pride in nurturing a strong connection with our local community, actively engaging in diverse projects and participating in significant cultural and social events across Brașov. Our Artis Restaurant and Etheris Rooftop Bar have become sought-after venues for residents, hosting special celebrations, business gatherings, and memorable social occasions.

Local guests frequently join our exclusive events ( i.e the book club hosted by the hotel on a monthly basis) and choose our property for staycations or important life milestones. The hotel’s distinctive design, coupled with our commitment to exceptional service, has established Radisson Blu Aurum Brașov as a preferred destination for those seeking world-class hospitality standards, right in the heart of the city.

Tell us more about the F&B and wellness offerings at the hotel. 

At Radisson Blu Aurum Brașov, our food and beverage philosophy blends quality, creativity, and a true sense of place. Artis, our signature restaurant, presents modern international and Romanian cuisine with an innovative twist, showcasing the finest locally sourced ingredients and offering thoughtfully curated wine pairings.

The Etheris Rooftop Bar & Lounge, with its breathtaking panoramic views over the city, is an unmissable destination for signature cocktails, refined bites, and unforgettable sunsets.

For more intimate occasions, our private dining options, tailored event caterings, and a calendar of exclusive culinary happenings – from sushi weekends and wine tastings to immersive chef’s table experiences – offer truly memorable moments for our guests.

Our commitment to well-being is reflected in our modern fitness center, equipped with the latest high-performance machines to suit every workout style. Guests can also indulge in the Etheris Rooftop Pool, sustainably powered by green energy, and accompanied by panoramic mountain and city views for the ultimate relaxation.

To complete the experience, we are developing an exclusive and serene SPA concept – a refined sanctuary of wellness where guests will be able to enjoy exceptional treatments designed for complete rejuvenation of body and mind.

How do you achieve and maintain consistency for a high service standard? 

We ensure high service consistency through a meticulous approach that begins with rigorous recruitment, selecting colleagues with the right attitude and a genuine passion for hospitality, then training them to develop exceptional skills. Our team engages in ongoing professional development, embracing continuous learning, Radisson Blu brand standards, and specialized service excellence workshops.

We believe in empowering our colleagues to confidently resolve issues, anticipate needs, and personalize each guest’s journey, creating memorable and seamless experiences. This commitment is reinforced by proactive performance monitoring, using guest review platforms, mystery audits, and direct feedback to drive constant improvement. Finally, our approachable and visible leadership inspires a culture of excellence, collaboration, and pride throughout the hotel.

Many hotels in the most diverse destinations are still challenged by staffing. What has been your approach

Amid the challenges facing the hospitality industry, our staffing strategy at Radisson Blu Aurum Brașov is built on fostering engagement, growth, and long-term commitment. We prioritize employee engagement and recognition programs that celebrate achievements and nurture a sense of belonging. Our compensation packages are complemented by clear career development pathways, ensuring our team members have both the incentive and the opportunity to grow with us.

We actively collaborate with local hospitality schools and training programs, offering internships and practical experiences that develop future talent and strengthen community ties. By cultivating a positive and inclusive workplace culture, we attract passionate professionals who share our service ethics. Additionally, we embrace flexibility in scheduling to support work-life balance, reinforcing our belief that a motivated, supported, and valued team delivers exceptional guest experiences.

Transylvania has been adding upscale / luxury hotels. What is your perspective on the destination as a luxury one?

Transylvania is rapidly emerging as a luxury destination, offering unique cultural heritage, stunning landscapes, and world-class hospitality with many premium and luxury hotel openings in 2025 and 2026 . Growth in upscale hotels has elevated the region’s global profile. 

Private guided tours of iconic sites such as Bran Castle (“Dracula’s Castle”), Peles Castle, and the UNESCO-listed Sighisoara Citadel allow guests to immerse themselves in Transylvania’s noble heritage, with options for exclusive access and tailored cultural experiences. Luxury restored manor houses and private guest estates, provide guests with privacy, authentic cuisine, wilderness adventures, and curated experiences such as hot air balloon rides, carriage tours, beekeeping visits. There is a wide offer of upscale wellness retreats that offer holistic spa packages, thermal pools, for relaxation and regeneration.

Many hotels and agencies offer luxury, door-to-door tours with premium vehicles, VIP airport meet-and-greet, curated tastings, and stays in aristocratic guesthouses, ensuring both exclusivity and cultural immersion.

What do you enjoy most about your job? 

I find immense satisfaction in crafting memorable experiences for our guests, inspiring and being inspired by our team to perform at our best, and contributing to the dynamic growth of Brasov, as a destination. The blend of operational challenge, creativity in guest engagement, and meaningful community impact, makes every day unique and rewarding

Which are your top 5 Off-the-Beaten-Track Tips in Brasov

1. Tâmpa Mountain trails for panoramic views and hidden picnic spots.
2. Black Church -the biggest gothic church in Eastern Europe – with amazing organ and violin night concerts
3. Rope Street (Strada Sforii), one of Europe’s narrowest streets—best visited early morning.
4. Bartolomeu Church—Romania’s oldest standing stone church with unique architecture.
5. Hidden cafes in Șchei district, offering local pastries and traditional atmosphere.

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